Why people aren't buying your product?

Hi, this is Mayur Bardolia and you are listening to Love Your Business Podcast. This podcast isn't about magical tactics on running the business that makes you bored and tired. Instead, it's about how to love your business so that you can enjoy doing it and enjoy more time for yourself. Yeah! In the year 2007, I went to a shop to buy a laptop. At that time, I had a laptop from Toshiba. Now, I'm not too sure if Toshiba is still making laptops or not. I was happy with the brand, but I needed to upgrade it due to some reasons. I went to a first shop and I looked at different varieties of laptops of different brands. I was going to buy for sure but could not decide the right one for me, and I needed help, and I was expecting a salesperson of that shop to help me. So I asked the salesman to help me in taking a decision, and he started talking. He went on and on with different models and features. He showed me 30 different varieties. He switched on all laptops and demonstrated. I like his support, but I was not feeling comfortable. I was overwhelmed and got more confused than before. After 45 minutes or an hour or so, I walked out of the store without buying anything. Because I needed some time to decide. It was just too much information for me to handle. Few blocks away, there was another shop who used to sell laptops and computers. And I went in, and in less than 20 minutes, I walked out with my new laptop. It wasn't from Toshiba, but it was from Sony. So. How suddenly I decided to buy in just 20 minutes? What this salesman of this second shop has done something in just 20 minutes that the guy at the first shop could not do in 45 minutes or an hour? That's exactly you might be thinking too. What can I do so that the customers buy from me in a lesser amount of time? How can I save my time in my sales process too? Let's discuss, shall we? You can have the best product in the world. You know it's wonderful, but customers don't even give you a damn. You talk more and more trying to convince someone. Try to see the advert on TV or listen to the advert on the radio. They tell you so many things about their product in the shortest amount of time, and they don't even tell you but also make you buy. You go to Facebook or Instagram, and I know some powerful ads who can make people buy even if the product is not from a famous brand. It's not always a short ad. I've also seen some 20-30 minutes long advertisements on TV. Can create massive sales. There are hundreds of examples of 50 to 60 pages long single-page websites that can generate huge profit. It's not always the length of your ad or sales pitch, it's more about the skill of how to get more customers' attention and get them interested in your product. So that's the power of marketing. If you master it, you can do the same wonders. You can get people to buy from you. So let's find out what are the 3 things you should keep in mind when you want your customers to buy from you. Point number 1, are you talking to the right person? Point number 2, what problems can you solve? And point number 3, say clearly what you want to say. So let's start with the first one. A few years ago, I had a client called Anita. She was selling luxurious cosmetic products. Her products were good but could not sell well. She was meeting more people, but most people either said no or asked for the discount, and she was not happy with that. Her problem was like most other business owners. She contacted me and got a consultation from me. In the first session, we had a talk for an hour or so, and after the call, she realized that she was approaching the wrong people to sell. Her products were high-ticket products and are affordable by people who earn an above-average income. She was meeting people whose income was not above average and could not afford Anita's products. Anita then worked on people she should approach. Then she started meeting people who can probably afford her products, and in just 3 months, her sales increased by 500%. That's incredible! You too can find out who is your right customers. So are you trying to chase everyone and wasting your time, or are you chasing and marketing people who are your ideal clients? And it's pointless to market to everyone because not everyone can buy from you. It's a myth that you can target everyone. Instead, you can market to very few people and can make a huge profit, that too by saving your time. So that's the first thing you need to figure out. Who are you talking to? So that takes us to the second part. Point number two is what problem can you solve? Let me ask you a question. Will you pay your car mechanic even if he hasn't fixed any issue? You won't, right? But if your car mechanic will tell you. Hey, if you don't fix this problem, your car will stop at any moment, and you don't want it to stop at late night and in the middle of nowhere. You will be in the big trouble. You will agree to fix your car no matter how much it costs you. You don't want to be helpless in the weird time of the night and at the place where you cannot find the help. You will ask him to fix your problem and pay him happily. What was just happening? People pay happily only when you can solve the problem they are having. Your product must solve a pressing problem, otherwise you will always struggle to sell. Your customers have some challenges, pain, and problems. Many times they have but can't say that they have. Your job is to uncover those problems. People will pay instant attention when they see any problem. They will be interested in your product if it solves their problem. They always ask themselves, what is in it for me? They are selfish. They got hundreds of things to do. They have many issues going on in their life. Why could they be interested in you? They will pay you to either solve the problem or or help them to forget the problem. There are many industries that run on helping people to forget the problems, such as cinema, television shows, music, amusement park, etc. Now do the audit of your product and find out what problem does it solve. Does it bring their attention? Does it get them interested? If it's not solving the problem, you will talk random. Customers don't understand what exactly you are talking about. So that takes us to the next part. Point number 3 is say clearly what you want to say. Let's dive in. In my school, there was a teacher who was teaching us the subject of history. Now, history is one of the boring subjects in school, yet the teacher had a unique ability to turn this mundane subject into an interesting subject. She wasn't funny or entertaining. Instead, she could simplify a complex and boring subject. I enjoyed learning it because she was teaching us like she was part of us. She was explaining the topic from the level of understanding And led us to her level of understanding. Why am I telling you this? We know our product inside out, but our customers don't know much about what we offer and how it's going to help them. That is a big issue. We need to educate our customers. We need to know how much they already know and educate them until they know how much we know. We have to lead them using the simplest and easiest language. Many people use technical jargons, complex vocabulary, and some abstract concept that turns off people, and the customers doesn't buy from us because they don't understand us. So that takes us to the end of this podcast. Let's find out what have we covered in this podcast. You can have the best product in the world, you know it's wonderful, but customers don't even give you a damn. You talk more and more trying to convince someone and it doesn't work. We discuss what are the 3 things you should keep in mind when you want your customers to buy from you. Number one, are you talking to the right person? And it's pointless to market everyone because not everyone can buy from you. It's a myth that you can target everyone. Instead, you can market to very few people and can make a huge profit, that too by saving your time. So you need to figure out who are you talking to. In the second part, we discuss what problem can you solve. People pay happily only when you can solve their problem they are having. Your product must solve a pressing problem, otherwise you will always struggle to sell. Your customers have some challenges, pain, and problems. Many times they have but can't say that they have. Your job is to uncover the problem. They always ask themselves What is in it for me? Do the audit of your product and find out what problems does it solve. Does it bring their attention? Does it get them interested? And if it's not solving a problem, you will talk random and customers don't understand what exactly you are talking about. So that took us to the third point: say clearly what you want to say. We know our product inside out. But our customers don't know much about what we offer and how it is going to help them. So we need to educate our customers. We need to know how much they already know and educate them until they know how much we know. We have to lead them using the simplest and easiest language. So that takes us to the end of the podcast. What's happening nowadays? Most small businesses want to grow, and there's nothing wrong with it. But growth is not something that happens like magic. It's a result of step-by-step process that takes months and sometimes years, and still growth has no end. We have seen people saying that you need to grow 10x, 10x, 10x. You need to hustle, hustle, hustle. Well, this is where most people get really confused. You can't get 1,000 customers if you don't know how to get 1 or 5 customers. Nobody teaches people how to get 1 customer at one time. That adds up to 100, 1,000, and so on. In my book OfferCraft, which I'm going to publish on 1st of July 2020, I have shared how to create a marketing offer that makes people buy. It's a simple and step-by-step system that will guide you on how to create a marketing offer, and not just an ordinary offer, but a compelling and irresistible offer. This system has helped my clients to get more great customers. The book is going to be published on 1st of July 2020. Mark the date, 1st July 2020. Buy that book, it will save you time. You will save the money you spend on marketing. So to save your time and money, go to Amazon and buy the book. So I'm signing out. Bye for now. Still listening? So if you like this podcast, share this with someone you think will find helpful. They'll thank you. And if you want to receive free podcasts like this, free goodies, articles, and offers, go to mayurbardolia.com and subscribe now. I highly recommend you subscribe. It's Mayur Bardolia. Bye for now.